Effie France, organized by the AACC (association of consulting and creative agencies) and the Union des marques, once again celebrates this year the capacity of communication to transform companies and brands, to encourage the evolution of behavior and to build new imaginations.
The EFFIE France 2024 jury, chaired for the first time by Adélaïde Zulfikarpasic, general director of BVA Xsight and composed of representatives of agencies, advertisers, media as well as marketing professionals, distinguished nearly forty campaigns. They were rewarded today, during an evening hosted by Charlotte Bricard, which brought together 600 professionals at the Rond-Point theater in Paris.
Thus, 38 communication campaigns which were able to provide proof of their effectiveness appear on the list of this 31st edition, 12 are rewarded with an Effie Gold.
The 2024 Effie France Grand Prix returns to Vinci Autoroute and Buzzman
The Grand Prize was awarded to the campaign “You quickly get used to the Ulys class” produced by Buzzman with Havas Media France for Vinci Autoroutes. To increase its differentiation, Ulys, market leader in electronic toll badges, wanted to add emotional value to a service which – until then – lacked it. Buzzman deployed a humorous register and focused on the jubilation that can come from passing in front of everyone at the toll booth. The campaign was distributed by Havas Media France on television, billboards, digital and radio. It enabled Ulys to outperform in 2023 with a significant increase in its notoriety (+23 points) and a 30% increase in its badge sales.
“Positive change responsibility” category: gold medal for Orange and Marcel
Gold in the “Responsibility for positive change” category goes to Orange France’s “La compil’ des bleues” campaign, produced by Marcel with Havas Media France. The telephone operator, historic sponsor of the men's and women's football teams in France, managed through its campaign to transform the way the French view women's football by combating clichés and de facto fighting against the sexism present in our society . The idea was to denounce the prejudices linked to women's football by demonstrating that the way the game is viewed is different depending on whether it is a women's or men's team.
At the end of the campaign, 94% of football fans over the age of 16 said they wanted to be interested in women's football and, beyond that, 89% said they were aware of prejudices and sexist stereotypes in society. This campaign perfectly illustrates the role that advertising can play in changing behavior and the power of creation in society.
“Long-term effectiveness” category: Oasis and Marcel N°1
Gold in the “Long-term Effectiveness” category was won by the “For an even more fruitful world” campaign for Oasis by Suntory produced by Marcel with Wavemaker. This category rewards campaigns that provide evidence of their effectiveness over at least three consecutive years.
The gold award goes to Suntory for its Oasis campaigns developed over the last 3 years. They enabled the brand to gain, between 2020 and 2023, 4.3 points of spontaneous awareness and 8.1 points of penetration among families with children under 24 years old.
Buzzman and TBWA: tied for the title of Effie France agency of the year 2024
Launched in 2011, the Effie Index is a ranking of agencies and advertisers who are finalists in at least one of the 47 national or regional Effie competitions organized each year around the world. The Effie Index is established based on a scale of points linked to the prize won (Grand Prize, Gold, Silver, Bronze but also finalists).
This is the only ranking that makes it possible to identify the agencies and advertisers who have developed the most effective campaigns of the year. The effectiveness database providing access to all Effie-winning campaigns worldwide can be accessed here.
Notable trends
If the campaigns that make up this Effie France 2024 list come from very different sectors of activity and each respond to specific objectives, they nevertheless present convergences: many highlight the brands' commitment to societal developments (NYX, Gallia , L’Oréal, Orange France…) and changes in behavior.
At the same time, we observe that in an uncertain and gloomy environment, the French appear particularly sensitive to brands which adopt the tone of humor (Ulys, Intermarché, etc.) or that of conviviality and living together (McCain, Heetch, etc.). Each of the award-winning campaigns places creativity at the heart of its approach. Created in 2023, the “Long-term effectiveness” category highlights the stories of brands that are built over time and which, thanks to close collaboration with their agency, manage to establish a relationship of proximity and trust with their audiences. .
EFFIE: the brand for effective communication around the world
This 31st edition of EFFIE France is part of a global dynamic driven by the EFFIE Worldwide brand created in 1968 in the United States and deployed in forty-seven countries on all continents.
Its vocation is to demonstrate throughout the world the effectiveness of communication, a real lever for business competitiveness. Thus, on December 5, the “Effie Awards Europe” will be awarded in Brussels to campaigns providing proof of their effectiveness in at least 3 European countries.
The descriptions and the main keys to the success of the campaigns awarded this year with an EFFIE Gold and of the campaigns having appeared in the EFFIE rankings can be consulted on the website www.effie.fr.
The winners by category
Food
- Or : McCain – « Born to Share » (AustralieGAD, Havas Media France)
- Silver: Groupe Danone – “Actimel, Immunity Potion” (Wunderman Thompson, Essence Mediacom, Super Awesome)
- Bronze: La Vie – “We take you for hams” (La Vie studio, Tyers)
Drinks
- Or : Suntory – « Oasis, Tropical feat Jul » (Marcel, Wavemaker France)
- Argent : Schweppes – « Take Your Time » (TBWAParis, Wavemaker France)
High non-food consumption
- Argent : Reckitt – « Cillit Bang, Clean Like New » (BETC, Dentsu)
Mobility
- Gold: Vinci Autoroutes – “Ulys, You quickly get used to the Ulys class” (Buzzman, Havas Media France)
- Silver: Renault – “Renault Plug-Inn” (Publicis Conseil)
- Bronze: Air France – “90 years of elegance” (TBWAParis, OMD)
Distribution and catering
- Gold: Intermarché – “Life shouldn’t cost so much” (Romance, Zénith Media)
- Silver: Burger King France – “Zen Burger” (Buzzman, Webedia)
- Bronze: Carrefour – “Athletes’ Village” (Publicis Conseil, Arena Media)
Fashion and accessories
- Silver: Krys – “Confidence suits you so well” (TBWAPARIS (TBWA France) BLUE 449)
Beauty Health Well-being
- Or : Groupe L’Oréal – « NYX Professional Makeup, True ID Card » (Buzzman, ZO)
- Money: Towards Paris Without AIDS – “Life takes over HIV” (Fred & Farid Paris, Oconnection)
- Bronze: L’Oréal Group – “L’Oréal Paris, You have nothing to do with it” (McCann Paris, Zenith Optimedia)
Corporate and BtoB communication
- Gold: E.Leclerc – “We don’t just work for E.Leclerc” (TBWAParis, All Matik)
- Silver: Groupe Danone – “Laboratoire Gallia, 4th quarter” (BETC, OMD)
- Bronze: Do Everything – “Let’s Celebrate Artisans” (BETC, Flow by GroupM)
Services: Banking Insurance
- Gold: Fortuneo – “The bank that will make you love numbers” (Romance, Wavemaker France)
- Silver: BforBank – “Sytho” (Steve, Havas Media France)
- Bronze: MACIF – “The Directors (THE GOOD COMPANY – ESPERANCE, VALUES MEDIA – NOVAD)
Other services
- Gold: Heetch – “Go further” (BETC, Havas Edge France)
- Silver: Acadomia – “The Engueulades” (Rosa Paris)
- Bronze: SeLoger – “The Neighbors” (Interruption, Heroiks)
Public communication
- Gold: Biomedicine Agency – “FaitDesParents” (TBWACorporate, Adwise Digital & Media)
- Money: Social Ministries – “Breaking the silence” (Madame Bovary, Dentsu Public)
- Bronze: ADEME – “The dealer” (Havas Paris, Dentsu Public)
ONG
- Money: Action Animal Protection – “Word of dogs” (TBWAParis, Re-Mind PHD)
Culture and leisure
- Silver: Télégramme Group – “Feet in Brittany, eyes on the world” (Movement)
Pure players
- Gold: Heetch – “Go further” (BETC, Havas Edge France)
- Argent : Uber Eats – « Fred livraison » (Buzzman, Re-Mind PHD, Essence Mediacom)
- Bronze: Fortuneo – “The bank that will make you love numbers” (Romance, Wavemaker France)
Responsibility and positive change
– Gold: Orange France – “The blue compilation” (Marcel, Havas Media France)
– Argent : ISNI – « Hippocrate 2023 » (Ogilvy Paris)
Small budgets and special operations
– Argent : Mercedes-Benz – « Iconic Playlist » (Team X, OMD)
– Bronze: Biomedicine Agency – “Les Zorgues” (DDB Paris, Re-Mind PHD)
– (No Gold mentioned)
